Everything is available on social media these days, from food, to pets, to electronics, cars, and homes. No matter what your heart desires, you can find it on the Web. And when it comes to social media, mobile ads not only provide profit for companies such as search engine Google, but also give social media sites the chance to get to know your likes and dislikes – and tailor more mobile ads to your liking that you may find irresistible.
Instagram has been behind the times with merging social media and purchases. Nordstrom, for example, has always had a popular following with the Facebook service but has never been able to make shopping convenient for its Instagram crowd. That changes with Instagram’s new Like2Buy feature that is being handled by analytics and marketing platform, Curalate. The first fashion company using the new Instagram feature is Nordstrom.
Like2Buy will allow users to “like” an item (such as a pair of shoes, shirt, dress, or skirt) when they see it, but they’ll then be given the option to either 1) add the item to their wishlist or 2) purchase the item. If the user wants to buy the item, selecting the “buy” function will take the user over to Nordstrom’s own mobile web page where they can buy the item they want. Those who want to add it to a wishlist they can revisit later also have that freedom as well.
For Nordstrom, adding the mobile shopping feature maintains its customer base and doesn’t annoy them or turn them away because of Instagram’s limited functionality with the shopping experience. Charlotte Russe Social Media and PR Manager Kristen Strickler said that “our shopper is using social media to influence purchases. And the more steps they have to take to buy something, the more it drops off.”
Retailers such as Target and Charlotte Russe, a brand that’s been a stellar hit with teenage girls, have signed up for the Instagram Like2Buy service. Facebook has been rolling out a test feature to allow product purchases from the core Facebook app’s home page. Like2Buy now merges social media and shopping into a “one-stop social shop.”